On Black Friday, Patagonia will donate 100 percent of sales, both in store and online, to grassroots environmental groups. The outdoor apparel retailer made the announcement on Monday, November 25, four days before Black Friday. Lisa Pike Sheehy, vice president of environmental activism at Patagonia, told CNN Money that the idea was a direct result of the presidential election.

“We definitely came up with the idea after the election. This is a difficult and divisive time for our country. I believe the environment is something we can all come together on.”

Patagonia’s Black Friday initiative is an extension of its 1 percent for the Planet program, where the company pledges 1 percent of every sale to nonprofit environmental groups. Since the program’s inception in 1985, Patagonia has given $74 million to thousands of grassroots environmental efforts around the globe.

“These are small groups, often underfunded and under the radar, who work on the front lines. The support we can give is more important now than ever,” wrote Patagonia CEO Rose Marcario in a letter announcing their Black Friday donations on the company website.

Patagonia has a long history of environmental advocacy, particularly when it comes to climate change (founder Yvon Chouinard is arguably an environmentalist first, and an entrepreneur second). In 2011 the company launched its notorious “Don’t Buy This Jacket” ad campaign, urging consumers to buy only what they absolutely need.

The environmental groups that will benefit from Black Friday are listed at www.onepercentfortheplanet.org, although the organization’s server has been down for days, unable to handle the volume of web traffic that the Patagonia announcement sent its way.